Delta brought back its Red Coat agents at New York's JFK airport last year and is planning to have hundreds helping customers in airlines across the U.S. by the end of the summer. While many airlines are reducing services, the move is a visible sign of Delta's efforts. "We, along with most of the industry, have been driving technology, and we still continue to do that," says Gil West, Delta's senior vice president for airport customer service. But, "we realize we've got to invest in the human element as well. ... One of our key objectives is to continue to improve our customer service. The bringing back of the Red Coats for Delta is very symbolic of that."